Air New Zealand launches new ‘We Fly For You’ campaign produced and directed by Eight


Directed by award-winning Jamie Lawrence and produced by Claire Kelly, Air New Zealand has launched its new campaign ‘We Fly For You’ on TV, digital and social channels across New Zealand.


In March, Shine and Air New Zealand appointed Eight, director Jamie Lawrence and producer Claire Kelly to the project.

The campaign was shot in April and features 30 different narratives featuring over 150 talent, including 100 proud Air New Zealanders.

Says Kelly: “This was a great opportunity for us to get on board and produce what we think is a really great feel-good campaign. We worked with an outstanding team to pull this together in a relatively short pre-production period. Jamie did an amazing job, and we are very happy with the end result.”

Says director Jamie Lawrence (pictured below), known for his uncommon empathy that translates to his work states: “This has been an incredible story to tell for Air New Zealand – a story that captures the spirit of the age we’re in as Kiwis. Part of my passion for telling this story is that I wanted people to feel less isolated, and more open and connected to the diversity of the people around them. This meant both in front of and behind the camera. We had the privilege of capturing real people in their home, speaking their language; reuniting old friends on screen in real time; along with casting over 100 Air New Zealanders and their whānau. At a time when the world is dividing and separating us, this story is about the reasons we fly to connect. It’s the kaupapa of the campaign and I’m so proud to be part of it.”

Air New Zealand launches new ‘We Fly For You’ campaign produced and directed by Eight

Says Katie Millington, managing director and executive producer, Eight: “It’s an exciting time for Eight on so many levels, it’s incredibly rewarding to see directors like Jamie coming up through our stable and giving them ownership to push into their own creative goals as part of a forward-thinking production company.”

Eight is proud to be a female led team, working with aspirational brands like Air New Zealand, whose rebuild coincides with Eight’s brand rebirth, especially in Australia where they’ve acquired two new rising stars – director Courtney Brookes and producer Jess Belgiovane.

Client: Air New Zealand
Agency: Shine Communications
Production Company: Eight
Director: Jamie Lawrence
Producer: Claire Kelly
Executive Producers: Katie Millington and Claire Kelly
Director of Photography: Marty Williams
Editor: Alex O’Shaunessey
Music Publishing Clearance: Franklin Road – Jonathan Mihaljevich
Music Mechanical Performance: Drax Project | UM
Music rearrangement for AV, & Sound Design: Liquid Studios – Pete van der Fluit and Craig Matushka